Exploring the effectiveness of taxis as an advertising medium

It is well known that traditional advertising media are losing their ability to transmit information and influence the selected target audience.

Exploring the Effectiveness of Taxis as an Advertising Medium

Cleopatra Veloutsou and Claire O'Donnell University of Glasgow

INTRODUCTION

To maximise impact, almost every advertising campaign makes use of a primary medium and one or more secondary media. Although the importance of media research has long been recognised (Duffy 1938; Belson 1965), and issues relating to allocating resources and selecting the optimal media mix have long been considered (Ricketts 1938; Dyer et al. 1992), there are differences between the media. These can be their creativity capabilities, the target audiences they can reach, as well as the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands